In an increasingly digitised world, many museums, art galleries and artists are rethinking how they display, curate, promote and sell artworks online. Digitalisation was perhaps inevitable, but the pace of technological change has accelerated as a result of the pandemic. As the virus spread, museums around the globe quickly responded with online programmes and talks, virtual tours and exhibitions, and curator video conversations.

Necessitated by a drastic drop in footfall during lockdowns, many bricks and mortar art galleries responded in a similar way. And though physical spaces and interactions with long-time customers and new customers alike remain important for gallery businesses, many opportunities exist for those businesses that also embrace the digital world.

With more buyers and collectors – especially millennials – searching for art online than ever before, art galleries can tap into new audiences and create additional revenue streams by bringing the same artists and artworks directly to searchers via digital and social platforms.

If you want to expand your digital offering so that it complements your bricks and mortar offering to grow your bottom line, we recommend shifting your marketing strategy to help you find audiences online while investing in technology where you can.

Here’s some tips to get you started.

1. Use your existing database to improve and expand your email marketing

Any data you hold on your past and current customers is gold. Make sure that every contact on your customer or sales list is segmented into certain categories, such as by preferred artist/period/art movement, etc. You can then customise your email marketing by sending targeted emails to groups or categories of customer based on their preferences and what you know about them.

The more targeted your emails, the more likely you’ll receive a positive response and, in turn, a sale. Any additional emails you send to customers – such as information about a forthcoming exhibition or introducing a new artist you’re representing – can also be tailored in the same way. Cubist Cloud allows you to organise artworks/artists into groups and create customisable templates that can be emailed to certain categories of customer. You can also create mailing lists and tag contacts so you can easily target customers with an interest in the contents of your email.

2. Win more customers through lead generation

Find out as much as you can about your past and current customers but also explore where your potential buyers spend time online. Is Instagram the best platform to promote your artists and artworks? Could you drive more targeted traffic via paid-for ads on Google or Facebook?

Try writing or commissioning articles your audience would like to read for your blog and share these on your social platforms. Search engines like Google value recent content, so aim to publish new blogs regularly. Publish feature profiles on any willing artists you represent and try to secure a backlink from their website or digital platforms.

3. Invest in art gallery management software – and your website

If you want to grow sales by selling more online via your website, it’s important you have a website that offers a good user experience for your target audience. Can visitors easily view artworks and access more information on the artist? Make sure your artist bios are optimised and engaging, and make it clear what type of art you specialise in, and how visitors can contact you or find more information on an artwork.

Art gallery management software is essential for even the smallest bricks and mortar galleries. You can link customers, artworks, exhibitions, and accounting and invoicing together, giving you a complete overview of your gallery and the relationships you’ve established. This will increase productivity and save you time, giving you more time to nurture leads (potential customers) and close sales.

4. Put the building blocks in place for digital exhibitions and tours

Use email marketing and your social and other digital platforms to generate interest in upcoming digital exhibitions and shows – Cubist Cloud makes it easy for you to send invite targeted emails to customers within your database.

By curating digital experiences, you can tap into a far larger pool of potential buyers. If you have a new artist and new works you want to present, why not host an online exhibition to run alongside the physical exhibition? You could offer extra value by asking the artist to provide a commentary about the works being displayed that the viewer can listen to while they explore.

Or go one step further and add a virtual hosting platform to your digital offering. This would allow you to host regular virtual exhibitions and win more engagement and loyalty from audiences online.

For support in doing this – and in growing your digital offering generally – contact us at Cubist Cloud.